n African Journal for Physical Health Education, Recreation and Dance - Twenty20 cricket - fast, furious, fascinating and free hits : motivational variables that influence spectators to watch the game on television s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


Since its inception, twenty20 cricket has gained tremendous support among playing nations. In many continents, sport spectator and fan industry has grown rapidly. This is evidenced by the growing amount of research undertaken on various aspects of sport consumption behaviour. Whilst avid cricket supporters watch the game on TV, little is known about the underlying motives to watch televised Twenty20 cricket. The primary purpose of the study was to identify the motivational variables that influence spectators to watch twenty20 cricket games on television. The secondary purpose of the study was to examine gender differences with reference to spectator motives. A non-probability convenience sampling method was used and a sample of 190 respondents was surveyed from Southern Gauteng. The factor analysis procedure resulted in the extraction of six factors namely, escape, knowledge and skills, socialisation, drama, aesthetics and fascination, comprising 32 variables. Correlation and t test analyses were employed. Fascination of twenty20 cricket was rated as the most important among the entire motivational dimensions. Fascination, knowledge and skills acquisition of the game, aesthetics showed significant differences with gender. Since South Africa is one of the many cricket playing nations spectator motivation to watch the game on TV may provide avenues for television companies to develop specific target market segmentation strategies for television audiences.

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